teeth whitening serum
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Avg price
Incredible$28.46avg listing price — sweet spot $15–$100
Price range
Incredible$17.04–$42.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.0%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Conversion
Good6.2%search→purchase rate — share of searches ending in a sale
Market size
Okay$217K$217K/yr · 122K searches
Competition
Bad75%top-5 click share — a locked-up shelf
Review moat
Bad12,454.56avg incumbent reviews — the moat a new listing must climb
Growth
Bad-19.0%90-day search growth — must beat 0% to launch
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, teeth whitening serum is a $217K/yr Amazon United States market (122K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in May–Jun. Verdict: Skip it — 47/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
teeth whitening serum market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- $228K–$285K
- units × avg price
- Conversion rate
- 6.2%
- Avg BSR
- #56
- Page quality
- 0%
- Prime
- 81%
- Sponsored
- 75%
- Out of stock
- 2.1%
- Avg brand age
- 44 months
- Avg seller age
- 122 days
Competition & brand share
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
94
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
75%
Top 20: 100%
Open market
0%
- SmileDirectClub62%
- MySmile18%
- iSmile Whitening11%
- HISMILE5%
- EZGO2%
- VieBeauti2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 102 weeks — -19.0% search growth over the last 90 days.Peak months: May, Jun · busiest ÷ quietest = 1.9×
Top teeth whitening serum search terms
- smile direct club teeth whitening kit18K/yr
- my smile whitening gel refills9K/yr
- smile teeth whitening10K/yr
- smile direct teeth whitening pens15K/yr
- smile direct club10K/yr
- smile teeth whitening kit8K/yr
- smile direct club whitening8K/yr
- smile bright6K/yr
- smile direct5K/yr
- mysmile whitening gel4K/yr
Top teeth whitening serum products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
SmileDirectClub Teeth Whitening Kit with LED Light - 4 Pack Gel Pens - Professional Strength Hydrogen Peroxide
SmileDirectClub$29.544.2★12,301 rev
SmileDirectClub Teeth Whitening Kit - 8 1.4ml Gel Pens - Professional Strength Hydrogen Peroxide - Pain Free and Enamel Safe - Up to 9 Shades Whiter in 1 Week
SmileDirectClub$35.994.5★3,897 rev
MySmile Teeth Whitening Gel Pen Refill Pack 3 Non-Sensitive Teeth Whitening Pen Deluxe Teeth Whitener Dental Grade Tooth Whitening Gel with Carbamide Peroxide for Home Fast Result
MySmile$18.094.4★5,627 rev
iSmile Teeth Whitening Kit - LED Light 35% Carbamide Peroxide (3) 3ml Gel Syringes (1) Remineralization Gel and Tray.
iSmile Whitening$22.434.3★28,259 rev
SmileDirectClub Teeth Whitening Kit with LED Light - 9 Pack Gel Pens - Professional Strength Hydrogen Peroxide - Pain Free and Enamel Safe - Up to 9 Shades Whiter in 1 Week
SmileDirectClub$34.654.4★293 rev
Newest
by launch date
Hismile V34 Whitening Strips Teeth Whitening Strips Purple Tooth Whitening Purple Whitening Strips Tooth Stain Treatment Combining Whitening and Colour Correction
HISMILE$29.802,682 rev
VieBeauti Teeth Whitening Pen Kit 35% Carbamide Peroxide Gel 5 Pack
VieBeauti$17.7718,661 rev
SmileDirectClub Ultra-Gentle Sensitivity-Free Teeth Whitening Kit with Wireless 20-LED Light - Gel Sensitive Teeth Safe on Gums and Enamel 0.17 Fl Oz (Pack of 2) 0.34 Fl Oz Pack 2
SmileDirectClub$31.88130 rev
SmileDirectClub Pro Teeth Whitening System with Wireless 20-LED Light - 3 Pack Teeth Whitening Gel Pens Whitening Accelerator Toothpaste - Enamel Safe and Low Sensitivity
SmileDirectClub$41.24821 rev
MySmile Teeth Whitening Gel Refills Pack 6 Non-Sensitive Tooth Whitening Gel for White Teeth Teeth Whitener Dental Grade Tooth Stain Remover for Tray Fast Result Whitening
MySmile$34.145,627 rev
Trending
90-day click momentumSmileDirectClub Pro Teeth Whitening System with Wireless 20-LED Light - 3 Pack Teeth Whitening Gel Pens Whitening Accelerator Toothpaste - Enamel Safe and Low Sensitivity
SmileDirectClub$41.244.2★
MySmile Teeth Whitening Gel Refills Pack 6 Non-Sensitive Tooth Whitening Gel for White Teeth Teeth Whitener Dental Grade Tooth Stain Remover for Tray Fast Result Whitening
MySmile$34.144.4★
Hismile V34 Whitening Strips Teeth Whitening Strips Purple Tooth Whitening Purple Whitening Strips Tooth Stain Treatment Combining Whitening and Colour Correction
HISMILE$29.803.8★
SmileDirectClub Teeth Whitening Kit - 8 1.4ml Gel Pens - Professional Strength Hydrogen Peroxide - Pain Free and Enamel Safe - Up to 9 Shades Whiter in 1 Week
SmileDirectClub$35.994.5★
MySmile Teeth Whitening Gel Pen Refill Pack 3 Non-Sensitive Teeth Whitening Pen Deluxe Teeth Whitener Dental Grade Tooth Whitening Gel with Carbamide Peroxide for Home Fast Result
MySmile$18.094.4★
What buyers say about teeth whitening serum
What buyers praise and complain about, mined from review topics.What buyers love
“Whitening strips”
“easy to remove”
“Excellent product”
“I think their products are very effective”
“Excellent value”
“As advertised”
“Very little sensitivity”
“Smile Bright”
“makes a difference in color”
“Easy to apply”
What buyers complain about
“Not good results”
“Not as white as I expected”
“Its expensive”
“False advertising”
“There quality control must be non existent”
“Difficult to use”
“Easily broken”
“could not see any improvement”
“they stain literally everything”
“messy at all”
Top return reasons
Common questions
- Is teeth whitening serum profitable to sell on Amazon United States?
- The niche generates $217K/yr across 16 tracked products. 90-day search growth is -19.0%. Flapen's verdict: Skip it (47/100).
- How competitive is the teeth whitening serum niche?
- 6 brands and 94 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in teeth whitening serum?
- Top complaints mined from reviews: Functionality-Overall, Color, Value For Money. The return rate is 1.0%.
- When does demand for teeth whitening serum peak?
- Demand peaks in May–Jun; the busiest month runs 1.9× the quietest.
- What does it cost to enter the teeth whitening serum niche?
- Listings span $17.04–$42.65; the average listing price is $28.46 (sweet spot $15–$100). The average incumbent carries 12,455 reviews — the moat a new listing must climb.